The Human Touch in a Tech-Driven World

If you’ve been on social media lately, you’ve likely noticed a surge of AI-generated images like the one in our banner. Whether you love or loathe them, these images have recently sparked heated debate: does AI in art strip it of its soul and meaning?

This conversation extends beyond art and into marketing, where generative artificial intelligence is increasingly being used to generate content. As a brand management agency, we recognise that AI is shaping the future – but no matter how advanced it becomes, technology can’t replace genuine human connection. And as brands lean on AI, the need for human-centred marketing becomes even greater. In a world that’s starting to feel too polished and artificial, authenticity is what helps brands stand out.

What Makes Marketing Human-Centred?

From our experience, every piece of impactful content has one common thread – empathy and relatability. At our core, humans have an innate need to feel heard and understood. The most successful brands don’t just sell a product or service; they build impactful relationships by recognising their customers’ needs, frustrations, and aspirations, then responding in a way that aligns with their values.

Human-centred marketing goes beyond data and demographics. While AI can analyse trends and generate content at scale, audiences don’t connect with numbers – they connect with stories. Great storytelling momentarily suspends disbelief, allowing brands to engage with their audience on a deeper, emotional level. AI can provide templates and structure, but it lacks the emotional intelligence to craft narratives that truly resonate.

How To Blend AI With Human-Centred Marketing

Now that we’ve established what AI can and can’t do, how do we integrate it effectively into human-centred marketing?

First, AI should be seen as a tool, not a replacement. It can streamline workflows, automate repetitive tasks, and even help generate ideas – but relying on it to create fully-formed, compelling content risks losing authenticity. AI can assist in the creative process, but it shouldn’t be the final storyteller.

Think of AI as a starting point. If you’re stuck on an idea or need a sounding board, AI can provide a useful framework. But to create content that truly captivates, human insight and creativity must take the lead. Refining, adapting, and adding emotion to AI-generated work is what gives it depth and makes it feel real.

The biggest mistake brands can make is assuming AI-generated content will land with the same impact as human-crafted messaging. Large language models can enhance efficiency, but meaningful engagement comes from real people. And in a digital media landscape where audiences are growing increasingly sceptical of overproduced, automated content, you just have to have that human touch.

The Good, Bad, and Overly Generated

AI in marketing can deliver some truly outstanding results, but only when used wisely. Some brands have seamlessly integrated AI into their strategies, while others have missed the mark entirely. Let’s take a look at both ends of the spectrum.

Coca-Cola

Coca-Cola has a long history of crafting emotionally-driven campaigns that capture the magic of the moment. But in their 2024 Christmas ad, AI-generated art took centre stage – and not in a good way.

Source: Coca-Cola

Hoping to create a whimsical, festive wonderland, Coca-Cola used AI to generate Santa figures, container trucks, and snowy landscapes. The result? A campaign that felt more eerie than enchanting. Thanks to the “uncanny valley” effect, where AI-generated visuals appear almost, but not quite, human, the ad left many viewers unsettled. Adding to the misfire, the brand’s iconic wordmark was awkwardly distorted in several frames, an oversight that didn’t go unnoticed by sharp-eyed critics.

Did AI help cut costs and speed up product? Probably. Was it worth compromising the emotional impact Coca-Cola is known for? We think not.

Sephora

On the other hand, Sephora has embraced AI in a way that enhances, not replaces,  the customer experience. By integrating AI-driven facial recognition technology, the beauty retailer personalises shopping like never before.

Instead of sifting through endless product options, customers receive tailored recommendations based on past purchases and personal preferences. This not only streamlines decision-making but also makes shoppers feel seen, offering them a curated selection that suits their skin tone and style.

Even better, Sephora hasn’t abandoned the human element. Their in-store Beauty Studios complement AI by providing expert guidance and hands-on experiences, encouraging in-person shopping while still leveraging tech for efficiency. By blending AI-driven insights with real-world interaction, Sephora captures both online and in-store customers – without losing the personal touch.

Data-Driven, Emotional, and Captivating

At Superminted, we don’t just crunch numbers and follow algorithms. We understand the power of storytelling, the art of connecting with people, and the emotional intelligence that makes brands unforgettable.

So, if you’re ready to move beyond the predictable and build a brand that speaks to the heart,
let’s talk. We do what AI can’t – we bring your brand’s soul to life.

Daryl is a Copy Editor at Superminted, fueled by a love for bringing emotionally engaging stories to life. With  carefully selected words and a smart turn of phrase, he is devoted to helping brands shape their unique voice.

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